Background
With this project, I was tasked with creating an advertisement campaign for a brand of my choosing that would be used on social media, in stores, and in magazines. The brand that I went with was Colgate.
My role in this project consisted of researching Colgate advertisements and then creating sketches of possible layout designs for my advertisements. Using the sketches, I would create the actual advertisement in InDesign.
Results
Process
Creative Brief
The first step in the process involved filling out the Creative Brief. In the Creative Brief, I determined the target audience, the key idea of the campaign, unique selling proposition, call to action, and a short analysis of the brand's competition.
20 ideas
- Idea 1
- Succinct Expression: Shameless smiles, healthy teeth.
- Succinct Expression: Shameless smiles, healthy teeth.
- Succinct Expression: Shameless smiles, healthy teeth.
- Idea 2
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- Piercing Insight: Smiles are the first thing that people notice when you start talking.
- Brand Connection: Colgate toothpaste helps to prevent tooth decay that can lead to tooth loss.
- Succinct Expression: Shameless smiles, healthy teeth.
Sketches
The next step in the process involved creating 30 sketches of possible advertisement layouts for the campaign. I sketched out layouts that would showcase people smiling, a toothbrush and toothpaste, teeth, and dentists.
Digitizing Sketches
After drawing my sketches, I digitized three that I wanted to finalize in Adobe Illustrator. I pulled free stock photos from Google and Freepik and incorporated them into the advertisement. I also utilized the color number Colgate uses for their red color in their own advertisements to keep the brand identity.